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Prof. Bertil Hultén Linneaus School of Business and Economics, Linnaeus University, Sweden

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Biography

Bertil Hultén's research deals with sensory marketing. The emerging research field of sensory marketing focuses on the five human senses as important elements in understanding individuals’ and households’ behavior, decision making, purchase and consumption processes of goods and services. Especially the perception of a brand and the multi-sensory brand-experience is...read morerelated to one or more of the five human senses. A multi-sensory brand-experience takes place when more than one of the five human senses contributes to the perception and the image of a brand.